4985 Dainton Chapter 5

103

5Explaining Theories

of Persuasion

Since the mid-1930s when Dale Carnegie first published hisbest-selling book How to Win Friends and Influence People, the notionof how to persuade others has been both a popular and profitablesubject. Concurrently, with the rise of mass media and the pervasivenessof propaganda used in both World Wars, the study and understandingof mass-mediated persuasive messages became critical to understand-ing political and social change. Today, the importance of understand-ing the power of persuasive messages is greater than ever. Accordingto Kilbourne (1999), the average American is exposed to at least threethousand ads every day and will spend three years of his or her lifewatching television commercials (p. 58). Clearly, we are inundatedwith messages of persuasion and influence in all aspects of our livesrelational, social, political, and economic. Accordingly, we believe thathaving an understanding of how persuasive messages work (or dontwork!) is central for surviving in todays advertising and media-blitzedsociety.

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PERSUASION DEFINED

Persuasion is typically defined as human communication that isdesigned to influence others by modifying their beliefs, values, orattitudes (Simons, 1976, p. 21). OKeefe (1990) argued that there arerequirements for the sender, the means, and the recipient to considersomething persuasive. First, persuasion involves a goal and the intent toachieve that goal on the part of the message sender. Second, communica-tion is the means to achieve that goal. Third, the message recipient musthave free will (i.e., threatening physical harm if the recipient doesntcomply is usually considered force, not persuasion). Accordingly, persua-sion is not accidental, nor is it coercive. It is inherently communicational.

Many theories in this chapter are concerned with shifts in attitude,so it is important to make clear what we mean by that term. An attitudeis a relatively enduring predisposition to respond favorably or unfavor-ably toward something (Simons, 1976, p. 80). We have attitudes towardpeople, places, events, products, policies, ideas, and so forth (OKeefe,1990). Because attitudes are enduring, they are neither fleeting norbased on whims. Yet at the same time, attitudes are learned evaluations;they are not something that people are born with. As such, attitudesare changeable. Finally, and perhaps most importantly, attitudes arepresumed to influence behavior. To illustrate, your attitude towarda product will influence whether you buy the product.

In this chapter, we present four theories that explore aspects of per-suasive communication. Although portrayed as theories of persuasion,each of these viewpoints can be applied to a wide variety of communi-cation contexts. From well-crafted public relations campaigns designedto foster positive attitudes about a company to telling a story to con-vince a customer that a salesperson is honest, the theories presentedhighlight the varied ways to conceive persuasive messages. The fourtheories we discuss in this chapter include social judgment theory,the elaboration likelihood model (ELM), cognitive dissonance, and thenarrative paradigm.

SOCIAL JUDGMENT THEORY

Consider your personal and professional network. It is likely easy foryou to come up with at least one example of a person with whom you

104 APPLYING COMMUNICATION THEORY FOR PROFESSIONAL LIFE


cannot talk about a particular topic. Perhaps your father is a die-hardDemocrat who will not listen to any conservative viewpoints. Or per-haps you know that your boss is incapable of having a discussion thatinvolves spending any money. Social judgment theory suggests thatknowing a persons attitudes on subjects can provide you with cluesabout how to approach a persuasive effort. Created by Sherif and asso-ciates, the theory focuses on peoples assessment of persuasive messages(Sherif & Hovland, 1961; Sherif, Sherif, & Nebergall, 1965). Researchusing this theory has often focused on cognitive processes, but thereare numerous implications for communicators seeking to persuadeothers.

Social judgment theory proposes that people make evaluations(judgments) about the content of messages based on their anchors, orstance, on a particular topic messages (Sherif & Hovland, 1961; Sherifet al., 1965). In addition to an individuals anchor, each persons atti-tudes can be placed into three categories. First, there is the latitude ofacceptance, which includes all those ideas that a person finds accept-able. Second, there is the latitude of rejection, which includes all thoseideas that a person finds unacceptable. Finally, there is the latitudeof noncommitment, which includes ideas for which you have noopinionyou neither accept nor reject these ideas.

A persons reaction to a persuasive message depends on his orher position on the topic (Sherif & Hovland, 1961). Accordingly, thefirst step in the social judgment process is to map receivers attitudestoward a topic. This task can be accomplished through an ordered alter-natives questionnaire. The questionnaire presents a set of statements rep-resenting different points of view on a single topic (OKeefe, 1990). Thestatements are listed so that they create a continuum; the first statementreflects one extreme view of an issue, and the last statement reflects theopposite extreme view. Respondents are asked to mark the statementwith which they most agree (i.e., the anchor). They are then asked toindicate statements with which they generally agree or disagree (rep-resenting the latitudes of agreement and disagreement). Statementsthat are neither acceptable nor unacceptable are left blank (represent-ing the latitude of noncommitment).

To illustrate, consider attitudes about the gap between theemployment of Caucasian Americans and people of color. Recentstatistics indicate that the jobless rate for Blacks is twice as high as thatfor Whites (Hammonds, 2003). Furthermore, although 29.7% of the

Explaining Theories of Persuasion 105


workforce is classified as minority, just 14.9% of officials and managersare minorities. In contrast, White men represent 37.6% of the work-force, but 56.9% of officials and managers are White men (U.S. EqualEmployment Opportunity Commission, n.d.). Simply presenting thesestatistics is likely to have sparked a response in you. For some, thesefigures might spark feelings of indignation about social inequities. Forothers, the statistics might spark irritation because we are discussingrace. The fact of the matter is, your response is a perfect illustrationof social judgment theory. Refer to Table 5.1, and consider the sampleordered alternatives questionnaire developed about the employ-ment gap. By completing the instructions, you will have essentiallymapped your own attitudes about the employment gap between WhiteAmericans and people of color. We will return to this questionnaireshortly.

Social judgment theory says that the map of an individualsattitudes about any given topic is a function of how ego involvedthat individual is about that topic. When an individual is highly egoinvolved with a topic, she or he believes that the issue is important, andthe person typically holds an intense position (OKeefe, 1990). Becausethe topic is one that has personal significance to the individual, itis considered to be central to their sense of selfhence, she or he isego-involved.

Knowing whether a person is ego-involved allows the persuaderto make certain predictions about the recipient of a persuasive mes-sage. First, the more ego-involved a person is, the larger the latitude of rejec-tion that person will have. This prediction is based on logic; if you feelstrongly about something, you are likely to reject anything that doesntmatch your precise point of view. If you dont care as much about thetopic, you are likely to be open to alternative possibilities. The secondprediction is that the more ego-involved a person is, the smaller the latitudeof noncommitment. Again, this hypothesis makes sense. If you believe atopic is important, you are likely to have thought about it, leaving littleroom for having no opinion or no knowledge. If you dont view thetopic as important, you probably havent spent much time crafting anopinion about it.

Our introduction of social judgment theory stated that peoplemake judgments about messages based on their preexisting attitudes.How does this translate to the real world? Imagine that you work in thehuman resources department of a major corporation, and you would



like to persuade the management team to do something about theemployment gap between Blacks and Whites in your company. Thefirst thing you need to do is to determine the management teams atti-tudes about the topic. Where along our ordered questionnaire do theyfall as a group? How ego involved are they? Once we do this form ofaudience analysis, we can predict how they might respond to particu-lar messages. Quite simply, the theory asserts that messages that fallwithin the audiences latitude of acceptance will be viewed positively,and messages that fall within the audiences latitude of rejection will beviewed negatively.

Social judgment explains these responses through two processes,the contrast effect and the assimilation effect (OKeefe, 1990). The


Table 5.1 Ordered Alternatives Questionnaire

____ A.

____ B.

____ C.

____ D.

____ E.

____ F.

____ G.

____ H.

____ I.

Read each statement, and put a next to the statement with whichyou most agree. Then circle the letter of all statements with which youagree, and put an X through all statements with which you disagree.

The gap between minority employment and White employmentis due to a lack of ability among many minority members.

The gap between minority employment and White employmentis due to a lack of effort among many minority members.

The gap between minority employment and White employmentis due to a lack of education among many minority members.

The gap between minority employment and White employmentis due to a lack of role models for many minority members.

The gap between minority employment and White employmentis due to a lack of training and development for many minoritymembers.

The gap between minority employment and White employmentis due to a lack of mentoring of minority employees.

The gap between minority employment and White employmentis due to an unwelcoming working environment for minoritiesin most organizations.

The gap between minority employment and White employmentis due to subtle and unintentional forms of racism.

The gap between minority employment and White employmentis due to active discrimination.


contrast effect occurs when a message is perceived as further awayfrom that persons anchor than it really isthe receiver subconsciouslyexaggerates the difference between the messages position and hisor her own position. This response happens when the message fallswithin an individuals latitude of rejection. The assimilation effect isjust the opposite. When a message is received that falls within the indi-viduals latitude of acceptance, the receiver subconsciously minimizesthe difference between the messages position and his or her own posi-tion. Using the ordered alternatives in Table 5.1, imagine that ManagerAs anchor is at the E statement, which explains the employment gapby a lack of training and development. Statements A and B are in herlatitude of rejection, CF are in her latitude of acceptance, and GI arein her latitude of noncommitment. If you were to seek to persuade thismanager to initiate a mentoring program for minority employees (linkedto statement F), this manager will be easily persuaded. In fact, shewill likely assimilate your message and believe your solution exactlymatches what she thinks ought to be done, which isnt objectivelythe case.

Now, picture Manager Bs attitudes. Manager Bs anchor is at state-ment B, which explains the employment gap as due to a lack of effortamong minority workers. Statements EI are in her latitude of rejec-tion, AC are in her latitude of acceptance, and D is in her latitude ofnoncommitment. If you seek to persuade this manager of your planto initiate a mentoring program, social judgment theory predicts thatManager B will not be persuaded. In fact, contrast is likely to occur, andthis manager may accuse you of saying that the company is activelydiscriminating, a case you have not sought to make. The boomerangeffect is when the message actually causes a person to change his orher mind in the direction opposite that desired. By the way, considerhow the two managers attitudes have mapped out. Which of the two ismore ego-involved with the topic?

In sum, social judgment theory proposes that persuaders mustcarefully consider the pre-existing attitudes an audience might holdabout a topic before crafting a message. If you send a message that fallsin a receivers latitude of rejection, you will not be successful in yourpersuasive effort. Moreover, if you send a message that is clearly in apersons latitude of acceptance, you are not persuading that receiver,you are only reinforcing what she or he already believes. True persuasioncan only occur, according to this theory, if the message you send is in



an individuals latitude of noncommitment or at the edges of his/herlatitude of acceptance (Miller, 2002).

ELABORATION LIKELIHOOD MODEL

Turning to our second theory of persuasion, the elaboration likelihoodmodel (ELM) views persuasion primarily as a cognitive event, mean-ing that the targets of persuasive messages use mental processes ofmotivation and reasoning (or a lack thereof) to accept or reject persua-sive messages. Developed by Petty and Cacioppo (1986), ELM positstwo possible routes or methods of influence: centrally routed messagesand peripherally routed messages. Each route targets a widely differ-ent audience. Accordingly, much like social judgment theory, ELMemphasizes the importance of understanding audience members beforecreating a persuasive message.

Slow and Steady: The Central Route to Persuasion

Petty and Cacioppos (1986) model depicts persuasion as a pro-cess in which the success of influence depends largely on the way thereceivers make sense of the message. As mentioned earlier, ELM presentstwo divergent pathways that one can use when trying to influence others.The more complex of the two paths is known as the central route, alsoreferred to as an elaborated route. Centrally routed messages include awealth of information, rational arguments, and evidence to support aparticular conclusion. For example, during each election season, politi-cal hopefuls engage in speeches, debates, and roundtable discussions;each message is filled with elaborated and presumably rational infor-mation regarding the candidates viewpoints, platform, and politicalhistory.

Centrally routed messages are much more likely to create long-term change for the recipient than are peripheral messages (discussedlater); however, not all individuals are capable of receiving centrallyrouted messages. Importantly, ELM argues that centrally routed mes-sages succeed in long-term change only when two factors are met:(a) the target must be highly motivated to process all of the informa-tion being given, and (b) the target must be able to process the messagecognitively. For example, if you are not willing to sit through a 2-hour



televised debate between presidential candidates, then ELM suggeststhat you do not have the motivation required to process an elaboratedmessage in this instance. Alternatively, imagine that you are motivatedto watch the candidates debate, but the politicians messages are sofilled with jargon and complex issues of international policy thatyou do not understand them. In this case, ELM suggests that despiteyour motivation, the ability to understand the highly specific andintricate messages being offered is not present. The theory states thatwithout both motivation and ability, an elaborated message is of littlevalue.

Types of Elaborated Arguments. It should be apparent that understandingones audience is critical when choosing the appropriate route; it is alsoimperative to understand the audience when constructing an elabo-rated argument (Petty & Cacioppo, 1986). In other words, it isnt enoughto view your audience as motivated and able when considering thecentral route of persuasion. You must also consider how the audiencemembers will likely react to the quality and arrangement of the argu-ments presented. Elaborated arguments can be measured as strong,neutral, or weak.

Strong arguments create a positive cognitive response in theminds of receivers while also positively aligning the receivers beliefswith those views of the persuader (Petty & Cacioppo, 1986). Strongarguments inoculate the audience against counter-persuasion andare most likely to create long-term attitude change that leads to predict-able behavior. Repetition is thought to enhance the persuasive effect ofstrong arguments; conversely, interruptions will diminish their effec-tiveness. Neutral arguments generate a noncommittal cognitiveresponse from the receiver. In other words, no attitude change occurs,and the ambivalent receiver may instead turn to peripheral cues, orshortcuts to persuasion. Finally, weak arguments produce a negativecognitive response to the persuasive message. This negative responsewill not only prevent attitude change, it may, in fact, have a reverse orboomerang effect, thereby reinforcing the opposing point of view.

Taking a Shortcut: The Peripheral Route to Persuasion

Noted earlier, elaborated messages are ineffective when targetedparticipants are not capable and interested in the information (Petty &



Cacioppo, 1986). Although the persuader might prefer an involvedaudience so as to produce enduring change, it is unreasonable toexpect every persuasive target to be motivated or skilled enough tounderstand the barrage of influential messages put forth each day. Asa result, when motivation or ability is missing from the target audience,the persuader can use the peripheral route to persuasion. Peripheralmessages rely on a receivers emotional involvement and persuadethrough more superficial means. Returning to our political campaignexample, it is common for presidential candidates to air 30-secondcommercials that focus on portraying feel-good images of their familyvalues, patriotism, character, and likeability. As well, some candidatesuse celebrity endorsements, such as having a famous person or groupgive public support. For example, a number of NBA players publiclysupported Bill Bradley during his 2000 run for presidential nomina-tion. Thus, ELM predicts that when the audience is unmotivated orunable to process an elaborated message, persuaders should focus onquick and easy ways to produce change. One significant drawback isthat the peripheral route leads only to short-term change, if any changeat all.

Types of Peripheral Cues. Cialdini (1993, 1994) identified sevencommon cues that signal the use of a peripheral message: authority,commitment, contrast, liking, reciprocity, scarcity, and social proof.Using authority as a peripheral cue, the persuader uses the percep-tion of authority to convince the audience to accept the beliefs orbehaviors presented. Parents often use this peripheral cue with theirchildren: Clean up your room because I said so! This message mayinfluence children to straighten the covers and hide the toys in thecloset before grandmas visit, but it probably wont create long-termneatness.

Peripheral messages that rely on commitment emphasize a per-sons dedication to a product, social cause, group affiliation, politicalparty, and so on (Cialdini, 1993, 1994). For example, some peoplepublicly announce their commitment to a certain group or cause; theyattend rallies, run for office, or wear pins, hats, and other logos thatsymbolize the affiliation (Canary, Cody, & Manusov, 2003). Similarly,wearing a polo shirt that displays your companys corporate logo demon-strates some amount of your dedication to the organization. Otherpeople demonstrate their commitment more privately, for example, by



sending anonymous donations to political campaigns or charitableorganizations. Importantly, however, people usually feel greatercommitment to a cause if they are publicly committed to it (p. 369).

One very common sequential procedure that underscores thecommitment principle is the foot-in-the-door tactic (Cialdini, 1994). Here,a persuader convinces you to do something small first, like wear a cam-paign button. Then, the persuader asks to put a campaign sign in youryard; next the persuader may ask you to make a donation or to host areception. The strategy is to convince you to agree to a small, seeminglyinnocuous request first. Once you agree and commit yourself to thecampaign, it becomes harder to refuse larger requests because there isa threat of appearing inconsistent with your commitment.

Persuading through contrast or using contrast effects requires thecommunicator to set up uneven points of comparison (Cialdini, 1993,1994). For example, asking a coworker if she could do you a giant favorand then contrasting the statement with a simple request (Would youpage me if FedEx drops off a package while I am in a client meeting?)sets up a disparity. By inflating the coworkers expectations for thegiant favor requested and then contrasting it with a simple favor, itis more likely to result in compliance. Retail salespeople also use thiscontrast principle by reducing prices or by showing customers themost expensive item first (because anything else will seem cheaper incomparison).

Liking messages stress affinity toward a person, place, or object(Cialdini, 1993, 1994). That is, if we like you, we will like your ideas.Todays sneaker and soft drink companies often rely on such messagesof liking. By using Britney Spears to sell Pepsi or Michael Jordan tosell Nike Air Jordan shoes, these companies expect that if you likeBritney or Mike, you will also like their product (and will, they hope,buy it).

Messages of reciprocation try to influence by emphasizing a give-and-take relationship (Cialdini, 1993, 1994). For example, it is easier topersuade your sister-in-law to babysit your children if you have donesomething similar for her. Advertisers also use reciprocation; Buythese steak knives in the next 10 minutes, and we will give you a freecutting board! Here, the advertiser tries to influence the receiver bythrowing in some extras. If you do this for us, well give you a freebie.Similarly, scarcity is a peripheral message that preys on peoples worryof missing out on something. This Quick! Get it before theyre all



gone approach creates a sense of urgency for receivers. Home shoppingnetworks and department stores use this strategy by imposing timelimits on the sale of items; presumably, you wont be able to purchasethe deluxe salad spinner after the sales event expires. Realtors also usethis approach; alerting prospective buyers that an offer has been placedon a property creates a sense of urgency and may start a bidding war.A house that was of interest now seems that much more appealingwhen it may disappear from the market.

Finally, the peripheral cue of social proof relies on the age-oldnotion of peer pressure (Cialdini, 1993, 1994). Although you might mis-takenly believe that only teenagers succumb to everyones doing itmentality, adults are also swayed by messages of social proof. Withinthe workplace, for instance, many corporations participate in charitydrives such as with the Red Cross or the United Way. Here, employeeswho participate in blood drives or fundraising are given pins to wearor balloons to display, thereby gaining influence by putting subtle pres-sure on other employees to get on board.

If unaware of these techniques in the past, you should now beable to identify these seven peripheral cuesthey are everywhere! Again,however, it is important to stress that these peripheral messages empha-size fleeting emotional responses and are not likely to create long last-ing change.

Types of Peripheral Messages. As with centrally routed arguments,peripheral messages can be evaluated as positive, neutral, or negative(Petty & Cacioppo, 1986). Positive peripheral messages are those thatare perceived favorably by the audience and create a positive affectivestate. Positive peripheral messages have a chance at yielding weak,positive changes in attitude. For example, if you are a fan of The WestWing and Martin Sheen publicly endorses Candidate X over Candidate Y,you may feel more positively about Candidate X. Notably, however, achange in attitude does not necessarily predict a change in behavior.For instance, you may believe that voting is an essential civic duty forAmerican citizens; yet you may not vote in your local primary electionbecause you dont think you are knowledgeable of the candidates.Here, we can see incongruence between a belief (voting is important)and behavior (failing to vote).

Neutral peripheral messages leave the receivers feeling emotion-ally ambivalent; they really dont know or care about the cue used to



capture their interest (Petty & Cacioppo, 1986). If you dont knowwho Martin Sheen is or really care about his political views, thenhis endorsement of Candidate X will not create any attitude change,nor is it likely to influence your voting behavior. Finally, negativeperipheral messages produce negative or disapproving emotionalresponses within the receiver. If you cant stand The West Wing, thenMartin Sheens ad endorsing Candidate X will likely irritate you. Thus,you are now left with a negative impression of Candidate X becauseof this persons association with an actor or TV show that you findobjectionable.

To review, ELM makes very clear predictions, which are summa-rized in Figure 5.1. The theory predicts that if listeners are motivatedand able to consider an elaborated message, persuaders should rely onstrong, factually based arguments. Arguments can backfire if they areweak or poorly presented, however. Conversely, persuaders shouldfocus on emotionally based peripheral messages if receivers cannotor will not consider an elaborated message. Importantly, persuadersmust recognize that using a peripheral route guarantees no long-termchange. Instead, effects, if any, will be minimal and fleeting.

COGNITIVE DISSONANCE THEORY

It is often assumed that to persuade others to do something, an outsidesource simply has to provide enough ammunition to change anothersattitudes or beliefs. For example, public health campaigns often pre-sume that the best way to get a smoker to quit is to infuse the smokerwith information about mortality rates, health problems, and the socialstigma associated with smoking in order to change the persons atti-tude about cigarettes. If the smokers attitude changes, surely he or shewill stop smoking, right? After all, it doesnt make sense to engage ina habit that causes premature aging, various forms of cancer, and isbanned in many public places.

According to cognitive dissonance theory, this line of thinking mayseem logical but is potentially incorrect, possibly explaining why thereare so many smokers who acknowledge the health and social risks yetcontinue to indulge in the behavior. Discussed in this section, cognitivedissonance theory (CDT) explains that persuasion is not simply theresult of injecting new or refined beliefs into others. Instead, CDT



predicts that influence is often an intrapersonal event, occurring whenincongruence between our attitudes and behavior creates a tension thatis resolved by altering either our beliefs or our behaviors, therebyeffecting a change.

Schemata: Creating Familiarity or Discomfort

According to Festinger (1957, 1962), when presented with a new orunfamiliar stimulus, individuals use schematathat is, cognitive struc-tures for organizing new information. Essentially, for new informationto be understood or useful, we must find schemata with which to link


Figure 5.1 Elaboration Likelihood

No

Ambivalence or Weak,

Negative Change

NoNo

Message

Strong Positive Attitude Change

Yes

Yes

Yes

Ability?Does the situation

allow for processing?

Motivation?Is the message

relevant?

Type of Argument?Did the persuader use

a strong argument?

No

Weak, Positive Attitude Change

Yes

Peripheral Cue?Was a positive

peripheral cue used?

Ambivalence orBoomerang Effect

SOURCE: Communication and Persuasion (p. 4) by R. E. Petty and J. T. Cacioppo, 1986,New York: Springer-Verlag. Reprinted with permission of Springer-Verlag GMbH & Co.KG and the authors.


the new stimulus to previously understood experiences. For example,when trying frogs legs for the first time, many people claim that dishtastes just like chicken; in this case, the previous experience of beingfamiliar with the taste of chicken serves as schemata for relating thetaste of frogs legs.

Importantly, however, when newly presented information is incon-sistent with our previously established beliefs (i.e., schemata), we willexperience an imbalance or dissonance (Festinger, 1957). It is this dis-sonance that becomes a highly persuasive tool because, according toFestinger, humans feel so uneasy with holding contradictory beliefsand actions that they will make every attempt to minimize the discom-fort. In other words, when individuals behave in a manner that isincongruent with their beliefs, dissonance is created; dissonance cre-ates discomfort. Because humans do not like to feel unnerved, individ-uals actively seek to change the situation to restore a balance betweenthought and action.

The Relationship Between Beliefs and Behaviors

Three possible relationships between beliefs and behaviorsexist: irrelevance, consonance, and dissonance (Festinger, 1957). Brieflystated, irrelevance simply refers to beliefs and behaviors thathave nothing to do with each other. For example, Corys beliefsabout preserving the environment and his position on gun controlare completely unrelated. Thus, irrelevance is the absence of bothconsonance and dissonance. Second, consonance occurs when twostimuli or pieces of information are in balance or achieve congruence.For example, if Cory believes that recycling is an important way tomaintain the environment, and he recycles everything from plasticbottles, to Styrofoam peanuts, to junk mail, it could be said thatCory has consonance between his beliefs (recycling benefits the envi-ronment) and his actions (he avidly recycles household waste).According to Festinger (1957), individuals prefer consonant relation-ships; that is, we strive to feel consistency between actions andbeliefs.

Conversely, dissonance occurs when two stimuli or pieces of infor-mation contradict each other (Festinger, 1957). Continuing the previousexample, if Cory believes that the environment is a precious commoditythat deserves protection yet he drives an SUV for his 40-mile commute



each day, he has created dissonance. Corys beliefs (preserving theenvironment) and his actions (driving a gas guzzling SUV) are incon-gruent. CDT predicts that this dissonance will give Cory discomfort,at least until he can rationalize or augment the dissonanceeither byshifting his belief (sure, the environment is important, but driving a carwont harm anyone) or by changing his behavior (trading in the SUVfor an electric hybrid car).

Importantly, not all dissonance is created equally. That is, a magni-tude of dissonance exists whereby some forms of incongruence producegreater discomfort than others (Zimbardo, Ebbesen, & Maslach, 1977).This magnitude of dissonance can be measured by three variables.First, the amount of dissonance one experiences is affected by theperceived importance of an issue. Recycling soda cans may not be asimportant of an issue when compared with driving while intoxicated.Similarly, spending $5,000 on a beach rental that turns out to be adilapidated shack is far more devastating than spending $100 to watchyour favorite football team lose. Second, the dissonance ratio affectsthe amount of discomfort one feels. The dissonance ratio is simply theproportion of incongruent beliefs held in relation to the number ofconsonant beliefs. If you hold a greater number of incongruent beliefsand behaviors compared with consistent thoughts and actions, youwill experience more discomfort. Third, ones ability to rationalize, orjustify, the dissonance also affects the amount of discomfort experi-enced when faced with conflicting beliefs and behaviors. The more youcan justify these contrasting attitudes and actions, the less discomfortyou endure.

A related issue is perception. Specifically, the perceptual proces-ses of selective exposure, attention, interpretation, and retention canhelp minimize dissonance. CDT argues that an individual selectivelyperceives various stimuli so as to minimize dissonance. For example,with selective exposure, a person actively avoids information that isinconsistent with previously established beliefs or behaviors. Thus,a pro-choice supporter will likely avoid pro-life demonstrations andvice versa. Similarly, selective attention suggests that if you haveto expose yourself to a situation that is incongruent with your beliefs,you will only attend to information that reaffirms your beliefs, dis-regarding any information that fails to support your views. Thus, ifpro-choice supporters happen to come face-to-face with a pro-lifedemonstration, they will likely only attend to those details that support



their previously held beliefs, for example, that pro-life supporters arereligious fanatics.

With regard to selective interpretation, CDT predicts that individualswill carefully decipher ambiguous information so that it is perceivedto be consistent with our established beliefs. To illustrate, before RosieODonnell publicly identified herself as gay, many of her fans inter-preted her actions to be consistent with that of a heterosexual woman,such as her crush on Tom Cruise and her adoption of several fosterchildren. When she revealed that she is, in fact, gay, her magazine read-ership dropped (O. Poole, 2002)possibly because some subscriberscould no longer hold the illusion that her ambiguous behaviors werethose of a heterosexual woman. Finally, CDT maintains that individualsselectively retain information that upholds their viewpoints whilemore easily dismissing or forgetting information that creates disso-nance. Accordingly, we conveniently forget how much was spent onthat rundown beach house.

Persuasion Through Dissonance

By now, it should be understood that CDT assumes humansprefer congruency between beliefs and behaviors. When we engagein an action that opposes our attitudes, we experience distress knownas dissonance. Depending on the importance of the issue and thedegree of our discomfort, we are motivated to change our beliefs orbehaviors (i.e., be persuaded). CDT is often considered a postdecisiontheory, meaning that individuals attempt to persuade themselvesafter a decision has been made or course of action has been enactedthat the decision or behavior was okay (Gass & Seiter, 2003). Thenotion of buyers remorse is an obvious example. After spendingmore than you feel comfortable with on a new home, car, vacation, orsome other luxury item, you probably had to rationalize, or convinceyourself, that the purchase was worth it. Thus, you try to reducethe dissonance created after making a decision to buy. Yet the ques-tion still begs: How can communicators use CDT as a tool to persuadeothers?

Recall that, according to CDT, motivation results from an individualsinternal struggle to change beliefs or behaviors to restore consonance(Festinger, 1957). Consequently, if a persuader can create or exploit dis-sonance while also offering a solution to minimize the disparity, it is



likely that the receiver will adopt these suggested new behaviors(or change beliefs).

In the case of buyers remorse, sellers and real estate agents cancapitalize on principles of CDT by reinforcing the wisdom of makingcertain choices. Realtors often encourage buyers to make a list of prosand cons before even looking for that new home with breathtakingviews, a gourmet kitchen, or a sunken Jacuzzi tub (Light, 2002). Thisway, buyers can reduce dissonance that typically occurs after theirbid is accepted by reinforcing their decision to purchase with the list ofadvantages. Home inspections and contingency clauses in the agreementof sale also help prospective buyers feel better about their decision topurchase.

Advertisers have also been using principles of CDT for decades,convincing consumers to buy their clients products. For instance, thediet industry has made billions of dollars by preying on the averagepersons insecurities about their appearance and body image. Mostadults know that they should engage in exercise or physical activityon a daily basis; yet the majority of us dont. And although we maynot be motivated enough to get off the couch and onto the treadmill,we are motivated to relieve the dissonance by purchasing so-calledmiracle products such as fat blockers, diet supplements, cellulitecreams, and even low-carb beer. Thus, by presenting an easy alterna-tive, these manufacturers help consumers to minimize their discom-fort by realigning their beliefs and behaviors, if only on a temporarybasis.

Within an organizational context, CDT predicts that by increasingemployee commitments and loyalties, employee turnover could bereduced and satisfaction improved. That is, once weve invested ourtime and energy or poured our hearts and souls into a cause, a person,an idea, a project, or a group we find it too difficult to let go (Gass &Seiter, 2003, p. 69). If you have already invested years, overcome finan-cial burdens, or forged meaningful relationships with coworkers, youare much less likely to leave an organizationregardless of pay orother adverse circumstances. Instead, you suppress second thoughtsabout other career opportunities, rationalize your corporate loyalty, andmay even intensify your efforts to prove to yourself and others that thejob is worth it.

We would like to offer a few words of caution, however. Take carewhen trying to capitalize on others inconsistencies as a persuasive



strategy for changing receivers beliefs or behaviors. As Gass and Seiter(2003) noted, if you create too much dissonance, the receivers maysimply create balance by changing their attitudes so as not to likeyou. Likewise, ethical issues abound when individuals plot to exploitconsumers or employees dissonance for material gain. We believe thatcompetent persuaders must think of each consumer or employee asan individual worthy of respect. If creating or magnifying anothersdissonance strips that individual of self worth, then such techniquesshould be avoided.

In sum, CDT focuses primarily on an individuals psychologicalresponse to inconsistencies in beliefs and actions. Because dissonanceproduces distress, human beings seek to maintain consonance or theappearance of consonance whenever possible. This adverse effect maymean changing ones behaviors or realigning ones beliefs throughsome type of rationalization or selective perception. Although oftena postreactive approach, communicators can use this knowledge ofCDT to better target their persuasive messages. By offering a solution,product, or course of action that bridges the gap between receiversincongruent beliefs and behaviors, communicators may influencereceivers to use these methods to create cognitive harmony.

NARRATIVE PARADIGM

Whereas ELM emphasizes the importance of strong, logical argu-ments for persuading a motivated and able audience, the narrative par-adigm stresses the effectiveness of influence through narrationthatis, persuasion through storytelling (Fisher, 1984, 1987). Using a moresubjective theoretical orientation, Fisher argues that human beings arefundamentally storytelling creatures; therefore, the most persuasive orinfluential message is not that of rational fact, but instead a narrativethat convinces us of good reasons for engaging in a particular actionor belief.

Consider television advertising. Are the most memorable adsthose that inundate the audience with facts about the products, or arethey those that craft a memorable story? Since 1988 Budweiser hasused the Bud Bowl saga to sell its beer during the Super Bowl. Formore than 8 years, viewers watched the soap-opera story of a Britishwoman and her attractive neighbor sipping Tasters Choice coffee.



Not all successful advertisements are long-term campaigns, however.One of the most memorable ads during the 2003 Super Bowl wasReeboks Terry Tate Office Linebacker ad, which demonstrated aunique way of maintaining office procedure: using a football playerto handle discipline. The humorous vignette had little logically to dowith athletic shoes, but it did tell a story. Current strategic marketinginvolves making products or brands the central characters in theirown story . . . brands within a marketplace could then usefully beconceived as romantic, tragic, heroic, or satirical (Shanker, Elliott, &Goulding, 2001, p. 30).

As we explain subsequently, Fishers (1984, 1987) view of com-munication contrasts much of Western thought that emphasizesrational decision making. Yet by juxtaposing a narrative worldviewwith a rational worldview, we hope that you will give some thoughtto this strikingly different way of considering communication andinfluence.

Fishers Narrative Assumptions

Five assumptions drive Fishers (1987) explanation of the narra-tive paradigm. First and foremost, Fisher proposed that what makeshumans unique and distinct from other creatures is our ability anddrive to tell stories. Importantly, narration, does not refer to fictivecomposition whose propositions may be true or false (p. 58); instead,narration includes the symbolic words and actions that people useto assign meaning. Fisher evoked the Greek term mythos to explainhuman communication primarily as a collection of stories expressingideas that cannot be verified or proved in any absolute way. Suchideas arise in metaphor, values, gestures, and so on (p. 19). Accordingto this view, not even the keenest expert knows everything about his orher area of specialization; there is an element of subjectivity in even themost logical of messages. Instead, your values, emotions, and aes-thetic preferences shape your beliefs and actions. As such, individualsrelay messages and experiences through stories as an attempt to capturethese subjective experiences.

Second, the narrative paradigm suggests that because individualslives and understanding of reality are centered on these subjectivenarratives, people need a way to judge which stories are believableand which are not (Fisher, 1987). Here, Fisher argued that individuals



use narrative rationalitya logical method of reasoning by which aperson can determine how believable anothers narrative is. Narrativerationality relies on good reasons as the basis for most decision making.As opposed to relying solely on argumentative logic, good reasonsallow us to validate and accept (or reject) anothers narrative basedon the perceived truthfulness and consistency. Thus, coherence andfidelity are two ways to make this narrative judgment of good reasons.When the narrative being used appears to flow smoothly, makes sense,and is believable, we say that there is narrative coherence. Similarly,when the narrative appears truthful and congruent with our own expe-riences, we say that there is narrative fidelity. To accept a narrative, anindividual must perceive the narratives fidelity first; without fidelity,coherence is irrelevant.

A related third assumption is that what a person accepts as a goodreason is based on that individuals culture, character, history, values,experience, and the like (Fisher, 1984, 1987). In other words, what appearsto have coherence and fidelity to one person may not appeal to anotherwho comes to the narrative relationship with a different set of valuesand experiences.

Fourth, the narrative paradigm proposes that rationality isdetermined by the nature of persons as narrative beings (Fisher,1987, p. 5). Rather than conceiving of reason as rooted only in factand logical argument, Fisher argued that rationalityand thereforepersuasionstems from humans ability to create a coherent story.Thus, piling on the facts about a political candidates legislativerecord isnt what is persuasive for voters; what will influenceconstituents is a candidates ability to share his or her experiencesvia narrative.

Finally, the narrative paradigm presumes that the world ashumans know it is based primarily on sets of both cooperative andcompeting stories (Fisher, 1987). Importantly, individuals must use thelogic of good reasons to choose among these narratives, thereby creat-ing and recreating their social reality. Because human communica-tion . . . is imbued with mythosideas that cannot be verified orproved in any absolute way (p. 19), Fisher believed that individualsmust rely on narratives as the creation and recreation of a commonunderstanding. The narratives we choose can fundamentally affectour life.



A Study in Contrasts: ComparingNarrative and Rational Paradigms

Mentioned earlier, the narrative paradigm contrasts with muchof Western thought, including the Western emphasis on the rationalparadigm. Table 5.2 presents the contrast between the narrative para-digm and the rational paradigm. Specifically, Fisher (1987) argued thatlogos, or purely rational arguments, have been unfairly privileged asthe ultimate measure of rationality. For example, he cited Aristotlespreference for persuasion and intellectual arguments that are groundedfirst and foremost in logos. As previously discussed, the narrative par-adigm assumes that little in our social worlds can be understood aspurely fact; everything around us is shaded with the subjectivity ofindividual values and experiences. As such, rationality is groundedin the narrative structure of life and the natural capacity people have


Table 5.2 Comparing the Narrative and Rational World Paradigms

Narrative Paradigm

1. Humans beings are storytellers.

2. Communication, persuasion,and decision making are based onthe logic of good reasons.

3. What one accepts as goodreasons is determinedindividually by a personsculture, character, experiences,and values.

4. Rationality is based on onesawareness of how consistentand truthful a story appearswhen compared with onesown (and others) livedexperiences.

5. People experience the worldas a series of stories from whichwe choose. As we make thesechoices, we create and recreatereality.

Rational World Paradigm

1. Humans beings are rational.

2. Communication, persuasion, anddecision making are based onsound arguments.

3. Strong arguments adhere tospecific criteria for soundnessand logic (e.g., Aristotles use ofthe enthymeme).

4. Rationality is based on theaccuracy of information presentedand on the reliability of thereasoning processes used.

5. The world and reality can beviewed as a series of logicalrelationships that are revealedthrough reasoned argument.


to recognize coherence and fidelity in the stories they experience andtell to one another (p. 137). Consequently, Fisher posited that mythos(narratives) and pathos (emotional appeals) are more meaningful tohumans and, therefore, more persuasive.

Importantly, the narrative paradigm does not exclude logic (Fisher,1987). Instead, Fisher argued that no rhetorical proof (ethos, pathos,or logos) should be regarded as more superior than the other formsof rhetorical proof. Fisher also maintained that humans should moveaway from dualistic approaches (i.e., that we are either rational ornarrative) and embrace more integrated perspectives (i.e., that we areboth rational and narrative).

According to the narrative paradigm, then, human communicationand our understanding of reality relies heavily on narration. Whatsmore, Fisher (1987) believed that the narrative is a more effectivemeans of influence than deductive arguments such as the syllogism orenthymeme. Importantly, however, only when a narrative has the logicof good reasons and narrative coherence will it be convincing enoughto permeate a receivers consciousness and become translated into achange in action.

CHAPTER SUMMARY

This chapter examined four theories of persuasion. Both social judg-ment theory and elaboration likelihood model argue that persua-ders must carefully consider their audience before crafting a message.According to social judgment theory, the audience members preexist-ing attitudes are important because sending a message that falls in areceivers latitude of rejection will not result in successful persua-sion. True persuasion occurs only when the persuasive message fallswithin a receivers latitude of noncommitment or at the edges of his orher latitude of acceptance. Elaboration likelihood model also empha-sizes the importance of knowing your audience. In this case, however,receivers must be motivated and able to process objective, elaboratedmessages. When the audience is unmotivated or unable to process suchmessages (or both), peripheral cues should be used. Cognitive disso-nance theory explains persuasion as a postreactive response to inconsis-tencies in beliefs and actions. Individuals prefer to maintain consistencybetween beliefs and behaviors. Persuaders can take advantage of



receivers dissonance by proposing a solution, product, or actionthat attempts to close the disparity between incongruent beliefs andbehaviors. Finally, the narrative paradigm views persuasion through adescriptive lens. That is, persuasion isnt so much a rational process asit is an emotional process based on storytelling. Importantly, narrativesmust have coherence and the logic of good reasons to be influential.




Case Study 5 CONNECTion Problems

CONNECT is an up-and-coming company that specializesin entertainment via telecommunications. A small business,CONNECT employs roughly 60 people and currently offers threeproducts: a psychic network, a matchmaking service, and party-line access. Three separate product directors manage each of thesethree services. Ultimately, these directors are held accountable fortheir product as well as their staff.

Because of the companys small size, as well as the openattitude of upper management, CONNECT has created a uniqueenvironment where individual opinions are not only heard butencouraged. Employees value one another and the work they dobecause their own success relies on the companys success.

A collaborative work environment such as this has itsdownsides, however. For example, one drawback is the sheerabundance of new ideas (some good, some bad). Every idea andsuggestion gets attention and needs to be researcheda time-consuming and often frustrating processes because many ideaslack the resources, practicality, and efficiency to be used.

As manager of the Media Department, Bryan Hopkins hasworked for 2 years at CONNECT and currently supervises fouremployees. Bryans chief responsibility is to oversee the selectionand placement of print advertising. To an untrained eye, adplacement may seem simple; however, for advertising to be effec-tive, CONNECTs procedure is fairly detailed. First, the MediaDepartment purchases advertising space, usually in a newspaperor magazine. The Media Department then contacts the GraphicsDepartment with an ad request, basically letting the graphicsmanger know what needs to be created (e.g., ad type, size, color,format) and when it needs to be completed. After completing thead, Graphics sends the copy back to the Media Department forapproval. Bryan checks each ad; only after he gives final approvalis the ad then sent to the particular newspaper or magazine forpublication. Although it seems tedious, Bryan designed thisprocedure himself and keeps it as streamlined as possible. Thepublication world runs on deadlines, so efficiency is critical.



Jim Martinsky, CONNECTs dating services project director,is extremely enthusiastic about CONNECT and his product.In Bryans view, Jim is a perfectionist who tends to complicateand overanalyze things. Recently, Jim mentioned to Bryan thatCONNECT might be changing its ad procedure. He wanted to sche-dule a meeting in the next few days to discuss the proposed changes.Jim also casually mentioned that he would like to be a part of thead procedure process; for example, maybe the Media Departmentcould show him each ad before giving final approval. As mediamanager, it was up to Bryan to determine the ad procedure, notJim. Whats more, Bryan didnt want to have someone peeringover his shoulder and questioning his departments decisions.

No way am I going to show this guy every ad that comesalong! Bryan thought to himself, Jim will want to haggle overeach comma and question mark, and itll take months to get an adpublished!

Not wanting to appear difficult, however, Bryan decided notto say anything. He figured he would wait until the next meetingwhen he and the other directors could properly discuss Jimsideas in more depth. He would bring research showing time-tables, magazine commitment deadlines, and revenue charts toshow how effective their ad placement has been since he tookover a few years back.

Later that same afternoon, Bryan passed by the graphicsdepartments studio and spotted Jim talking with Alison, thegraphics manager. Jim caught Bryans eye and waved Bryan intothe room.

Hey, Bryan! Come herejust for a minute. Ive workedeverything out. A bit perplexed, Bryan poked his head into thegraphics studio. Hey, Jim. Im on my way to meet with thead buyer for HomeLife Magazine. Whats up?

Im glad we ran into you! Its all set up. From now on, yourdepartment will show all ads to me before giving final approval,Jim declared, not defiantly, but rather, as if he had just solveda major world problem.

Jim, I thought we were going to have a staff meeting to dis-cuss this. In fact, Im not even sure that there is a problem, Bryanreplied.



Well, Bryan, you know that we are always on deadline here.I wanted to get things in place before our next series of ads is due.You know what they say! Time is of the essence!

Bryan didnt know what to say. Keeping in mind Jimsoverzealous approach and recognizing that his own stress levelwas high, Bryan answered with a quick Uh . . . Okay, soundsgood, Ill get back to you, and headed back out the door.Although Bryan firmly believed that Jims wasnt a good idea, healso knew that discussing it while on his way to meet with an adbuyer wasnt the proper time or place to resolve it.

Later that afternoon, Bryan e-mailed Jim a meeting requestto discuss the newly proposed ad procedure. It looked like therewasnt going to be a group discussion with the other projectdirectors, so Bryan had to convince Jim on his own that the MediaDepartments current method was a good one and that it worked.At the very least, Bryan figured they could come up with a modi-fied ad procedure that would not inconvenience anyone who wasinvolved.

The next day, the two men met in an unoccupied office withthe door closed. Bryan started the meeting, Hi Jim, thanks formeeting with me today to discuss your new ad placement idea.Although I think your intentions are good, as the person respon-sible for ad placement procedure, I have some serious concernsabout the plan you suggested. Bryan went on to say that Jimsidea simply was not practical for their deadline-driven industry.Media places too many ads for too many of CONNECTs services;we cant run around and chase down all of the project directorsfor their approval when ad deadlines need to be met. Bryanexpressed that Jims new procedure created unnecessary steps,making it inefficient.

I have an alternative solution, Bryan suggested, one thatcombines your idea of having extra eyes look over the ads alongwith my belief that we shouldnt put up additional barriers inthe approval process. Jim nodded, Okay, Im gamewhatsyour idea?

Bryan went on to explain his ideagraphics could show eachad to the respective project director for his or her approval priorto sending it back to Media for final approval. Bryan explained,



This way, the Media Departments flow wouldnt be disruptedas much, and it would allow for the graphic artists and the pro-ject directors to work together on getting everything just right.This way, when Media does receive the ad, we could just do ournormal checking routine before sending the ad out.

Jim indicated that he originally had suggested this idea toAlison in the Graphics Department, but that she had expressedthe same concerns that Bryan just did. Essentially, Jim said,Alison told me its simply inefficient; Graphics doesnt havetime to chase down project directors for each ads approvaleither.

As Jim began to feel as though a solution to the situation washopeless, Bryan started asking some questions aimed at findingout exactly what the problem was. According to Jim, he hadnoticed some ads that were going out for his product that did notmeet his approval. Bryan pressed Jim for more details; it turnedout that some ads was really just two adsone was a personalpreference regarding layout, and the other was due to Jims ownforgetfulness about the ad he had previously approved.

When pressed even further, it turned out that the real issuewas a communication problem between Jim and Sean, the graphicartist who typically worked on Jims ads. According to Jim, theydidnt get along well. Just recently, Jim noticed a published adwhere an adjustment that he had requested Sean to make was notmade; Jim lost trust in the ad procedure, fearing that these errorswould continue to happen unless he was involved in some way.

Based on Jims story, Bryan quickly recognized that Jimsproblem was not with Medias ad procedure, but between Jimand Sean. Bryan also knew that changing the ad procedure wasnot going to fix a communication problem between the two men.

By listening to Jims difficulties with working with Sean,Bryan realized that a slight change to the ad procedure, if donecorrectly, could benefit everyone. Together, Bryan, Jim, and Alisoncame up with a joint proposal. They would set up an in-box ineach project directors office and in the Media Department. OnceGraphics finished an ad, they would simply drop the ad in theproject directors in-box. The project directors would check theirin-boxes on a daily basis. If they agreed with the look of the ad



and were happy with everything, they would sign off on the ad,and drop it in the Media in-box. Media would then check the adas usual, give final approval, and then give Graphics the okay tosend the ad. If, for some reason, a project director was not happywith an ad left in the in-box, he or she would go directlyto Graphics to work out the problems. Once satisfied, the projectdirector would sign off on the ad and then place it in the Mediain-box for final approval.

This solution left the final approval in the hands of Mediawhile also allowing all project directors to have a say in the ads,and it avoided any inefficiency in getting approvals because adscould now just be left in various in-boxes. Amazingly, all staffmembers involved agreed to this joint solution. A month later, allwere satisfied with the new procedure.

Questions for Consideration

1. Consider the tenets of social judgment theory. How doesthe latitude of rejection operate within this case study?What about the latitude of acceptance? How could Jim andBryan both have used SJT principles early on to avoid theconfusion and conflict that ensued following Jims initialproposal?

2. What peripheral strategies did Jim try to use to convinceBryan that there was a problem with the current ad approvalmethod? Why didnt these strategies work? Would an elab-orated message produce a different result? Explain.

3. In what way(s) does Bryan experience dissonance? How isthis dissonance resolved?

4. It is only after Jim opens up and shares his personal expe-riences with the ad process that Bryan begins to under-stand and accept Jims frustrations. Although not elaboratedin the case study itself, imagine a narrative that Jim couldhave used to convey to Bryan his frustrations with the adprocess and Sean, the graphic designer. Construct a narrativethat demonstrates coherence and the logic of good reasonswhile convincing Bryan that there was a problem with thecurrent ad approval method.



5. Which persuasion theory seems to explain the situationbetter than the others? Why do you believe this to be thecase? Which situations might surface that would make adifferent theory or theories better at explaining the situa-tion? What theories could you combine to make for aneven better explanation of the encounter?


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